The Impact of Digital Service Factors on Customer  e-Loyalty through e-Satisfaction: A Study of ZUS Coffee

Louis Yong Yu Lee; Chen Yuen Yeoh; Hui Wen Yong; Jieen Yew; Ruo Han Yong; Aditya Kumar; Daisy Mui Hung Kee

doi:10.32535/apjme.v9i2.4748

The Impact of Digital Service Factors on Customer e-Loyalty through e-Satisfaction: A Study of ZUS Coffee

Louis Yong Yu Lee, Chen Yuen Yeoh, Hui Wen Yong, Jieen Yew, Ruo Han Yong, Aditya Kumar, Daisy Mui Hung Kee

Abstract

This study investigates how digital service factors influence customer e-satisfaction and e-loyalty in Malaysia’s increasingly digitalized coffee market, using the ZUS Coffee mobile application as the research context. Grounded in Expectation-Confirmation Theory and the Technology Acceptance Model, the study examines the roles of e-service quality, online price transparency, digital promotion exposure, and perceived e-convenience. Data were collected through a quantitative survey administered via Google Forms to Malaysian consumers who had prior experience using the ZUS Coffee mobile application, with non-users excluded through a screening question. A total of 180 valid responses were analyzed using IBM SPSS. The findings show that digital promotion exposure and perceived e-convenience are the primary drivers of customer e-satisfaction. In contrast, customer e-loyalty is shaped mainly by e-service quality, online price transparency, and digital promotion exposure. Notably, perceived e-convenience demonstrates a negative association with e-loyalty, while customer e-satisfaction does not directly lead to loyalty.

Keywords

e-Service Quality; Online Price Transparency; Digital Promotion Exposure; Perceived e-Convenience; Customer e-Satisfaction; Customer e-Loyalty; ZUS Coffee

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DOI: https://doi.org/10.32535/apjme.v9i2.4748